Agenda
London | 16-17 October, 2019

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Wednesday, October 16, 2019

Wednesday

Wed

8:00 am

Wednesday, October 16, 2019 8:00 am

Registration

Wednesday

Wed

9:00 am

Wednesday, October 16, 2019 9:00 am

Welcome & Opening

Wednesday

Wed

9:10 am

Wednesday

Wed

10:10 am

Wednesday

Wed

10:30 am

Wednesday, October 16, 2019 10:30 am

Coffee Break

Wednesday

Wed

10:55 am

Wednesday

Wed

11:40 am

Wednesday, October 16, 2019 11:40 am

Session Change

Wednesday, October 16, 2019 11:45 am

Your Marketing Data is Pants, ...

Speaker: Russell McAthy

Wednesday

Wed

12:30 pm

Wednesday, October 16, 2019 12:30 pm

Lunch Break

Wednesday

Wed

1:40 pm

Wednesday

Wed

2:40 pm

Wednesday, October 16, 2019 2:40 pm

Session Change

Wednesday

Wed

2:45 pm

Wednesday

Wed

3:05 pm

Wednesday

Wed

3:30 pm

Wednesday, October 16, 2019 3:30 pm

Coffee Break

Wednesday

Wed

3:55 pm

Wednesday

Wed

4:40 pm

Wednesday, October 16, 2019 4:40 pm

Session Change

Wednesday

Wed

4:45 pm

Wednesday

Wed

5:45 pm

Wednesday, October 16, 2019 5:45 pm

Networking Reception in the Exhibit Hall

Wednesday

Wed

7:00 pm

Wednesday, October 16, 2019 7:00 pm

End of First Conference Day

Wednesday

Wed

7:30 pm

Wednesday, October 16, 2019 7:30 pm

Dinner with strangers

Thursday, October 17, 2019

Thursday

Thu

8:30 am

Thursday, October 17, 2019 8:30 am

Registration

Thursday

Thu

10:30 am

Thursday, October 17, 2019 10:30 am

Coffee Break

Thursday

Thu

10:55 am

Thursday

Thu

11:40 am

Thursday, October 17, 2019 11:40 am

Session Change

Thursday

Thu

11:45 am

Thursday

Thu

12:30 pm

Thursday, October 17, 2019 12:30 pm

Lunch Break

Thursday

Thu

1:40 pm

Thursday

Thu

2:40 pm

Thursday, October 17, 2019 2:40 pm

Session Change

Thursday

Thu

2:45 pm

Thursday

Thu

3:05 pm

Thursday

Thu

3:30 pm

Thursday, October 17, 2019 3:30 pm

Coffee Break

Thursday

Thu

4:40 pm

Thursday, October 17, 2019 4:40 pm

Session Change

Thursday

Thu

4:45 pm

Thursday

Thu

5:30 pm

Thursday, October 17, 2019 5:30 pm

Wrap

Thursday

Thu

5:45 pm

Thursday, October 17, 2019 5:45 pm

End of Digital Growth Unleashed London 2019

Workshops

Tuesday, October 15, 2019
The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 5:00 pm
Price:
£ 600
The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder

Intended Audience: Interested in the fundamentals of modern machine learning techniques.

Knowledge Level: For this introductory-level workshop, it is helpful for attendees to already be familiar with the basics of probability and coding.

 

 

 

Workshop Description

This one-day session surveys standard and advanced methods for predictive modeling (aka machine learning).

Predictive analytics has proven capable of generating enormous returns across industries – but, with so many machine learning modeling methods, there are some tough questions that need answering:

  • How do you pick the right one to deliver the greatest impact for your business, as applied over your data?
  • What are the best practices along the way?
  • How do you make it sure it works on new data?

In this workshop, renowned practitioner and hugely popular instructor Dr. John Elder will describe the key inner workings of leading machine learning algorithms, demonstrate their performance with business case studies, compare their merits, and show you how to select the method and tool best suited to each predictive analytics project.

Attendees will leave with an understanding of the most popular algorithms, including classical regression, decision trees, nearest neighbors, and neural networks, as well as breakthrough ensemble methods such as bagging, boosting, and random forests.

This workshop will also cover useful ways to visualize, select, reduce, and engineer features – such as principal components and projection pursuit. Most importantly, Dr. Elder reveals how the essential resampling techniques of cross-validation and bootstrapping make your models robust and reliable.

Throughout the workshop day, Dr. Elder will share his (often humorous) stories from real-world applications, highlighting mistakes to avoid.

If you’d like to become a practitioner of predictive analytics – or if you already are and would like to hone your knowledge across methods and best practices – this workshop is for you.

 

What you will learn:

  • The tremendous value of learning from data
  • How to create valuable predictive models with machine learning for your business
  • Best Practices, with real-world stories of what happens when things go wrong

 

Why Attend?

View Dr. Elder describing his course, “The Best of Predictive Analytics,” in this brief video:

 

Schedule

  • Workshop starts at 9:00am
  • Morning Coffee Break at 10:30am – 11:00am
  • Lunch provided at 12:30pm – 1:15pm
  • Afternoon Coffee Break at 3:00pm – 3:30pm
  • End of the Workshop: 5:00pm

Coffee breaks and lunch are included.

 

Instructor

Dr. John Elder, Founder and Chair, Elder Research

John Elder leads America’s most experienced Data Science consultancy. Founded in 1995, Elder Research has offices in Virginia, Washington DC, Maryland, and North Carolina. Dr. Elder co-authored books on data miningensembles, and text mining — two of which won book-of-the-year awards. John was a discoverer of ensemble methods, chairs international conferences, and is a popular keynote speaker. Dr. Elder is an (occasional) Adjunct Professor of Engineering at UVA, and was named by President Bush to serve 5 years on a panel to guide technology for national security.

Tuesday, October 15, 2019
Half day Workshop: Defining an effective email marketing strategy
Jenna Tiffany
Hosts:
Jenna Tiffany
Date:
Tuesday, October 15, 2019
Time:
8:30 am - 12:30 pm
Price:
£ 450.00
Half day Workshop: Defining an effective email marketing strategy

An email marketing strategy is essential in not only driving success with your campaigns but also in providing revenue to your business. Yet it remains one of the critical challenges email marketers face. In this workshop, Jenna will provide you with an easy to digest strategy format that you will help you to evaluate your current email approach and create a successful email strategy specific to your business and subscribers.

You’ll consider:

  • Strategy – what is it and how you should & can be using it
  • How to define objectives for your email activity
  • Examples of successful email strategies

You’ll apply the techniques to:

  • Assess the internal and external factors that may be hindering your email performance
  • The formula for creating an email marketing strategy
  • Where to start when planning your next email campaign
  • Learn how to segment, target and position your next email campaign effectively

You’ll also look at:

  • Good and bad examples, methods and approaches to strategy
  • Establish KPIs
  • An email strategy blueprint you can take back to the office

Following this workshop, you’ll walk away with the knowledge on the key elements to include in an email strategy and be able to apply this specifically to your organisation.

Tuesday, October 15, 2019
Half day Workshop: HTML Typography in Email (Advanced) with Paul Airy
Date:
Tuesday, October 15, 2019
Time:
1:00 pm - 5:00 pm
Price:
£ 450.00
Half day Workshop: HTML Typography in Email (Advanced) with Paul Airy

HTML typography is essential for delivering a great email experience, and in this workshop, you’ll work through a number of techniques that will equip you to deliver just that to your subscribers.

You’ll consider:

  • Accessibility
  • Mobile, Tablet and Desktop Devices
  • Email and Webmail Clients – Microsoft Outlook to iOS Mail

You’ll apply the techniques to:

  • Headlines and Subheadings
  • Paragraphs
  • Lists
  • Buttons and Links

You’ll also look at:

  • Web Fonts
  • Typographic Units
  • Managing Widows

Finally, you’ll have a look under the hood at Type E:, Paul’s email newsletter devoted to typography in email, and the accessibility switcher that made its first appearance in Type E: 04. The Accessibility Issue.

Tuesday, October 15, 2019
Introduction to Artificial Intelligence for Marketing with Jim Sterne
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 5:00 pm
Price:
£ 600
Introduction to Artificial Intelligence for Marketing with Jim Sterne

From market research to direct mail metrics to web analytics to Big Data, the job of “marketing” has changed dramatically over time. We have arrived at a fundamental shift in marketing that is as impactful as the advent of the Internet: Artificial Intelligence and Machine Learning.

This workshop introduces marketing professionals of all ranks to the theory, the language and the practical application of these disruptive technologies.

This workshop will not teach you how to be a data scientist.

It will teach you enough about the language and implications to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

Key Takeaways

  • How Machine Learning Works for Marketing
  • What Machine Learning Cannot do for Marketing
  • How to Onboard AI and ML into Your Organization

This workshop is for marketing professionals who are comfortable consuming analytics outputs, but must now face a new, educational learning curve.

This workshop is for data scientists to help them understand the problem the marketing department is trying to solve and the available data sets.

This workshop is for marketing managers who must respond to the C-level insistence that the marketing department “get with the times” (management by in-flight magazine).

This workshop is for those who need to survive in these changing times even though they are not data scientists, algorithm magicians, or predictive analytics statisticians.

Each participant will receive a copy of Jim’s twelfth book:

 

 

 

 

 

 

 

 

 

Instructor

Jim Sterne, Founder, Marketing Analytics Summit

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. Sterne was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 15 books on online marketing and analytics including his latest, “Artificial Intelligence for Marketing: Practical Applications” (Wiley, August, 2017)

Tuesday, October 15, 2019
User research methods for Conversion Optimisation, SEO and SEA
Karl Gilis
Hosts:
Karl Gilis
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 4:30 pm
Price:
£ 600
User research methods for Conversion Optimisation, SEO and SEA

Get a proven and hands-on framework to get top-notch user insights. And how to use these insights to create better ads, landing pages and websites. A full-day, intensive training course led by world renowned UX and CRO expert Karl Gilis. He works for clients such as Yoast, Carglass and Suzuki.

It’s time to broaden your horizon and to understand what makes users click

The methods we’ll cover in this training will help you to answer questions such as:

  • Why do people buy from you?
  • Why don’t they buy from you?
  • What are their fears and barriers?
  • What is their explicit and implicit motivation?
  • What are their decision criteria?
  • What are their emotions?

These insights will help you to become better at your job

  • Create and optimize landing pages and websites that will turn visitors into happy clients.
  • Create pages that will rank high in Google because the content reflects the user needs and answers their questions.
  • Write titles, descriptions and ads that trigger users to click. Because they recognize themselves in your copy.

In this full day masterclass you will learn how to:

  • Use user research tools and techniques to uncover the motivation and needs of your audience.
  • Find usability and UX problems on any landing page or website.
  • Implement a proven, repeatable process that will result in more revenue per visitor.
  • Extract the highest value insights from surveys, heat maps, user recordings, form analytics, user testing, click testing and much more.
  • Apply Karl’s 18 years of UX and usability processes, tools and tricks to your site right away.

Why should I follow this masterclass?

  • You’re a business owner, webmaster, designer, marketer, … who believes that online marketing shouldn’t be based on gut feeling and opinions. But you’re not sure how to gather those facts.
  • You’re an SEO or PPC specialist that realizes that the more you know about your target audience, the better your SEO and ad copy will be. But you’re not sure how to do that.
  • You want more visitors to become clients. You’ve got people clicking on your ads and all those first page rankings in Google, but most of them don’t become clients. And you want to change that.
  • You have the ambition to grow your business or those of your clients and you understand Rome wasn’t built in a day. So you’re looking for a strategy and repeatable process to improve any website or landing page step-by-step.
  • You know that customer-centricity, usability & conversion optimization are crucial to survive online. But you’re overwhelmed with all the information you can find online. So you’re looking for a hands-on training that’s built around the idea that the proof of the pudding is in the eating.

What You’ll Walk Away With

  • The right mindset to be really (and I mean really-really) customer-centric. From now on you’ll be able to sell how people want to buy.
  • A proven process and methodology that allows you to identify the weak spots of any website or landing page.
  • An in-depth knowledge of how to get useful insights out of the most important (and affordable) user research tools and methods available. Without spending ages staring at boring graphs and numbers.
  • An incredible amount of tips, tricks and guidelines to convert your visitors into customers.
    Yes, believe me: it’s incredible.
    See what I did there?
  • The knowledge & confidence to improve your website, landing pages, ads and online marketing..

Part 1: The user research process (find out what your visitors want)

During the first part I’ll share how I use user research tools and techniques to uncover the motivations, frustrations and dreams of your audience.

  • Targeted surveys: which questions to ask when? Trust me: this method is gold.
  • Scroll and click heatmaps: what you can learn from them.
  • User session recordings how to process them and what patterns to look for?
  • Form analysis: how to improve your forms with form analysis.
  • User testing: the best method to discover the why.

Part 2: Tips & tricks for category and product pages

In this part Karl shares the best UX tips & tricks he discovered the past 18 years. So you can use them on your site and landing pages to turn those visitors into customers.

And yes, as a SEO or PPC specialist you need to know this stuff too. Because your job doesn’t end when the user clicks on an ad or a result in Google.

Don’t hesitate to pick Karl’s brain during the masterclass as well. He loves questions.

Why Karl?

According to PPC Hero, Karl is the 3rd most influential Conversion Rate Optimizer worldwide. He’s also the G in AGConsult (http://www.agconsult.com/en), a Belgium-based usability and conversion optimization company. He’s been optimizing websites since 2001. Always based on user research & facts.

Karl is a top rated international speaker. He was voted best speaker at AdWorld Experience in Bologna, Conversion Jam in Stockholm, Growth Marketing Summit in Frankurt and many other conferences all over the world.

He teaches at several universities in Belgium. And has trained people from companies such as TUI, Thomas Cook, BMW and Atlas Copco.

He works for brands such as Yoast, Suzuki, Carglass, SKF and Toyota Material Handling.

He’s also known as the ‘UX comedian’, but he has promised to be dead serious during this course. Not.